Amazon has stated that this new feature will enable companies to advertise their items while influencing customers to make purchases. In order to try on the shoes virtually, customers can place their cameras toward their feet, and then, the augmented reality shoes will show up. After that, users can exchange shoes with other colors without having to leave their current purchases. In addition, customers can take pictures of their "try-ons" by clicking the "Share" button. In turn, users can save the pictures and later post them to their social media accounts.
"Amazon Fashion's goal is to create innovative experiences that make shopping for fashion online easier and more delightful for customers," said Muge Erdirik Dogan, president of Amazon Fashion, in a press statement. "We're excited to introduce Virtual Try-On for Shoes, so customers can try on thousands of styles from brands they know and love at their convenience, wherever they are. We look forward to listening and learning from customer feedback as we continue to enhance the experience and expand to more brands and styles."
Although this feature will not completely guide users when it comes to knowing how the shoes will fit, it will provide users a general idea regarding the shoes' appearance. This feature goes along with many others that Amazon has already released, such as "AR View," an Amazon feature that came out in 2017, which permits users to come up with various home products through their phones by way of visualization.
"Innovation and elevating consumer experiences are at the core of New Balance. We're excited to showcase our footwear selection in Amazon Fashion's Virtual Try-On for Shoes as we continue to look for immersive ways to engage our shared customer base," Melissa Worth, senior vice president of North America at New Balance, said regarding this feature.